ABOUT

Client
Iliffe Ward is a video production company specialising in high-quality, impactful content for businesses and national charities.

The NSPCC is the UK’s leading children’s charity. Their "Baby Steps" service is a vital resource designed to empower parents-to-be, building their confidence as they prepare for a new arrival.

The Brief
The NSPCC required a 90-second animated explainer to drive referrals from healthcare professionals and encourage expectant parents to join their free support groups.

The challenge was one of stylistic fidelity: the client provided a script, voice-over, and a set of beautiful, static character illustrations. Our task was to translate this established visual language into motion while ensuring the content remained inclusive and accessible in both English and Welsh.

The Process & Technical Execution
To stay true to the original illustrations, we developed custom 2D character rigs in After Effects.

Using a combination of Joysticks 'n Sliders and Limber, we engineered "see-through" rigs. This was a specific technical requirement to allow the signature "amorphous blobs" of the brand's background art to shine through the characters, maintaining the ethereal, soft aesthetic of the NSPCC brand.

The Results
The resulting animation brings the "Baby Steps" service to life with warmth and clarity. By expertly adapting static assets into an engaging narrative, we helped the NSPCC create a tool that speaks directly to families facing significant challenges, providing them with a clear roadmap for the journey ahead.